Christine Birch is returning to Sony Pictures as executive vice president of domestic creative marketing strategy.

She was most recently president of marketing for Focus Features, overseeing the campaigns of such films as “The Theory of Everything” and “London Has Fallen.” Birch rejoins the studio where she spent 12 years on the marketing team. The position was created especially for Birch and will see her working in advertising, publicity, digital and creative content.

“Christine understands the conversation that needs to take place with the consumer to turn a film into a shared experience, making her the perfect addition to our team,” said Josh Greenstein, president of worldwide marketing & distribution for Sony Pictures. “She will help develop and implement cohesive ideas across all marketing disciplines so that our movies and franchises are the ones that are talked about, buzzed about and, ultimately, seen by audiences.”

Prior to Focus, Birch ran marketing for FilmDistrict and did a stint at DreamWorks Studios.

Birch’s appointment isn’t the only change. Earlier this week, George Leon told staff he was leaving in May as head of consumer marketing. Sony is expecting to name his replacement in the coming days.